Lew: The double-standard exhibited by the highway-beautification censors was evident from the start. No information promoting private businesses was allowed - information that would have been useful to both the driving public and business firms - but plenty of information promoting the state was (e.g., “this highway constructed during the administration of Governor Blotto” or “buckle up: it’s the law”). But what has generally been overlooked in all of this is the role that billboards have played in fostering highway safety. Billboards are designed to attract the attention of motorists, a quality that encourages alertness. In my youth, there were few driving experiences as entertaining as awaiting the next batch of Burma-Shave signs (for those who have not seen them, these have long been regarded as the most imaginative form of advertising). By having their minds focused on one sign after another, drivers’ minds remained attentive. Contrast this with the mile after mile of seemingly endless monotony on the Interstate. The drive from Atlanta to Auburn is unbearably boring, with nothing but a continuous pattern of uniform trees to break the tedium. A highway with no unique forms of visual stimulation is enough to put any motorist to sleep!
